Gordon Moody, Better Change and Mindway AI have announced a partnership designed to reshape how the gambling industry approaches player protection. The three organisations are building a global network that combines treatment expertise, consultancy experience and technology, aimed squarely at operators and other stakeholders who need practical tools to address gambling-related harm.
Why This Collaboration Matters
Gordon Moody has spent decades treating gambling addiction, giving it a clinical perspective that few commercial partners can match. Better Change brings consultancy know-how gained from working across the industry, while Mindway AI contributes technology built to help operators identify risk patterns in player behaviour. Bringing these three strands together under one network reflects a broader shift in the sector: responsible gambling is increasingly treated not as a compliance checkbox, but as an operational discipline requiring specialist input from multiple directions.
Matthew Hickey, CEO of Gordon Moody, pointed to a sharp rise in applications for the charity's services this year, framing partnership as essential to meeting that demand. Whether an operator can direct a struggling customer to appropriate support, quickly and in the right format, has become a marker of how seriously that operator takes its duty of care.
An Online Learning Platform for Operator Staff
The centrepiece of the initiative is a customisable online learning platform built for operator staff training. Rather than a generic compliance course, the platform will offer bespoke modules that can be adapted to different markets and translated into multiple languages. Staff training has historically been one of the weaker links in responsible gambling frameworks: policies exist on paper, but frontline employees are not always equipped to recognise warning signs or respond appropriately. A flexible, multilingual training tool addresses that gap directly, and its usefulness will depend on how consistently operators adopt and update it as regulatory expectations and player behaviour evolve.
Technology, Consultancy and Treatment Under One Roof
Victoria Reed of Better Change and Rasmus Kjaergaard of Mindway AI both emphasised collaboration over competition, a notable stance in an industry where responsible gambling tools are sometimes marketed as differentiators between rival suppliers. Kjaergaard's comment that operators should collaborate rather than compete on player protection speaks to a tension that has shaped this space for years: safety tools are more effective when shared and standardised, yet vendors also need commercial incentives to keep developing them.
- Gordon Moody: treatment and support services for gambling addiction
- Better Change: industry consultancy focused on responsible gambling practice
- Mindway AI: technology for identifying player risk indicators
Combining these three functions into a single network gives operators one point of contact rather than three separate relationships, which could simplify how mid-sized operators in particular approach responsible gambling obligations. The network's stated ambition to evolve continuously suggests its organisers understand that static tools quickly become outdated in a sector where products, payment methods and player habits change fast.
What It Means for Operators and Regulators
For operators, the network offers a practical route to strengthening staff competence and access to specialist support without building every capability in-house. For regulators, initiatives of this kind can serve as evidence that the industry is investing in harm reduction beyond minimum legal requirements. The real test will be adoption: a network is only as valuable as the number of operators who use it consistently and the depth to which frontline staff apply what they learn.